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Advertising and Chinese Society
Hong ChengKara K. W. Chan
其他書名
Impacts and Issues
出版Copenhagen Business School Press DK, 2009
主題Business & Economics / Advertising & PromotionBusiness & Economics / Marketing / GeneralBusiness & Economics / Marketing / ResearchSocial Science / Sociology / GeneralSocial Science / Media Studies
ISBN87630022729788763002271
URLhttp://books.google.com.hk/books?id=du1EP0Kt-1EC&hl=&source=gbs_api
EBookSAMPLE
註釋This book examines the social, psychological, legal, and ethical impact - perceived or proven - that may result from advertising in the booming Chinese market. The book provides readers with an understanding of the two-way relationship between advertising and Chinese society. Major issues addressed include rising consumerism, consumers' attitudes towards advertising and reactions to advertising appeals, cultural messages conveyed in advertisements, gender representations, sex appeal, offensive advertising, advertising law and regulation, advertising to children and adolescents, symbolic meanings of advertisements, public service advertising, and new media advertising and its social impact. Advertising and Chinese Society resorts to a variety of research techniques including content analysis, survey, experiment, semiotic analysis, and secondary data analysis. The book will enhance the sensitivity of scholars and practitioners interested in Chinese advertising and its social ramifications.